Forklift Trader

What Forklift Trader does

Forklift Trader (legally M & W Industrial Equipment Corp.) is a Waukesha, Wisconsin-based retailer specializing in used and new forklifts, supported by rental, parts, and on-site repair services. Founded in 1980 and operating for more than 40 years, the company runs an e-commerce storefront at forklifttrader.com alongside a physical showroom that holds over 15 indoor models for in-person inspection. Distribution is nationwide, with shipping reaching all 50 U.S. states including Alaska and Hawaii, while on-site mobile repair work concentrates in Southeast Wisconsin between Green Bay and Chicago.

The company's central technical capability is in-house refurbishment of used forklifts by certified mechanics, covering fuel system replacement, starter and alternator servicing, mast overhaul, professional welding, custom hydraulic hose fabrication, and paint and body work. A technical team with more than 200 years of combined expertise across major brands supports this process. The active used-forklift catalog typically holds 269–281 listings at any time, priced from approximately $4,500 to $175,000 depending on capacity, hours, brand, and condition. Adjacent inventory and services include new forklifts (Toyota, Hyster, Clark, Crown, CAT, Yale, Mitsubishi, Linde, and others), electric forklifts, a parts warehouse for current and discontinued SKUs, OSHA-compliant operator training and certification, financing assistance, and a forklift buyback program.

Revenue is generated across four primary streams: one-time unit sales of new and used forklifts; short-term and long-term equipment rentals ($145–$7,500 per day depending on capacity and duration); parts sales; and on-site professional service work including emergency repairs, routine maintenance, and full-service shop capabilities. Customer segments are horizontal and SMB-weighted, spanning warehouse and distribution operations, manufacturing and industrial facilities, construction and outdoor sites, and specialty applications such as food-grade or clean-room environments.

Name

Forklift Trader

Legal name

M & W Industrial Equipment Corp.

Website

https://forklifttrader.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Forklift Trader is a Waukesha, Wisconsin retailer of used and new forklifts, operating an e-commerce platform and a physical showroom with nationwide shipping. It generates revenue from equipment sales, rentals, parts, and regional mobile repair services for horizontal SMB customers in warehouse, manufacturing, and construction.

Ownership category

akta.pro rank

Product category

Material Handling Equipment

NAICS

Industrial Supplies Merchant Wholesalers (423840)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537)

akta.pro primary industry

Forklifts & Industrial Trucks (IC & Electric) (IMAHABAA)

akta.pro secondary industry

Lifting Attachments & Material Handling Accessories (Fork Attachments, Slings, Rigging) (IMAHABAJ)

Keywords

• Used forklifts
• Forklift rentals
• Forklift parts
• Forklift repair
• Material handling equipment

Headquarters

HQ city

Waukesha

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Forklift Sales: One-time sales of new and used forklifts, both through their e-commerce platform and physical showroom. Prices range from approximately $4,500 to $175,000 depending on forklift type, age, and condition.
2. Forklift Rentals: Short-term and long-term forklift rentals priced between $145-$7,500 per day depending on capacity and rental duration. Daily, weekly, and 4-week rental options available.
3. Parts Sales: Sales of new and reconditioned forklift parts including discontinued and hard-to-find parts for older lifts. Large selection for brands like Toyota, Clark, Hyster, and more.
4. Repair Services: On-site maintenance and repair services for businesses in Southeast Wisconsin, including emergency repairs, routine maintenance, and comprehensive service plans.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Forklift Trader buys, refurbishes, and sells used and new forklifts through its e-commerce platform and Waukesha showroom, supported by a nationwide shipping network. The company also offers forklift rentals, an extensive parts warehouse (including discontinued parts for older lifts), on-site repair and maintenance services in Southeast Wisconsin, financing, OSHA-compliant operator training, and a forklift buyback program. Inventory spans brands such as Toyota, Hyster, Clark, Crown, CAT, Yale, Linde, Mitsubishi, Nissan, Komatsu, Hyundai, and Tailift.

Product overview

Forklift Trader operates as a B2B industrial equipment marketplace and service provider offering a comprehensive portfolio centered on forklift sales, rental, and after-market support. The core offering consists of used and new forklifts (including electric, LP gas, diesel, and pneumatic/cushion tire variants) sold through the forklifttrader.com platform, complemented by a forklift rental division, an extensive parts warehouse, and on-site repair services for the Upper Midwest. Additional services include financing, OSHA-compliant operator training, and a forklift buyback program. The company sells reputable brands including Toyota, Hyster, Clark, Crown, CAT, Daewoo, Linde, Mitsubishi, Nissan, TCM, Yale, Komatsu, Hyundai, and Tailift, with nationwide shipping capability.

Differentiator

Problem solved

Functional benefit

Products and services

• Used Forklifts Refurbished and reconditioned pre-owned forklifts restored to like-new condition by certified mechanics, available in multiple brands (Toyota, Hyster, Clark, Crown, CAT, Yale, etc.), capacities, and configurations including cushion tire, pneumatic tire, electric, and LP gas variants. Priced from approximately $4,500 to $175,000.
• New Forklifts Brand new forklifts available for purchase from various manufacturers, priced at the higher end of the market range.
• Electric Forklifts Electric-powered forklifts offering zero-emission operation suitable for indoor use, food-grade environments, and flooring-sensitive areas.
• Forklift Rentals Short-term and long-term forklift rentals with delivery options and operator add-on availability, priced from $145 to $7,500 per day depending on capacity. 6,000 lb capacity units rent at $199 daily, $550 weekly, $1,195 for 4 weeks; 30,000 lb capacity units at $700 daily, $2,500 weekly, $7,500 for 4 weeks.
• Forklift Parts Large selection of new and reconditioned lift truck parts including discontinued and hard-to-find parts for older lifts, covering brands such as Toyota, Clark, Hyster, and others.
• Forklift Repair Services On-site maintenance and repair services for Southeast Wisconsin businesses, including mobile service, emergency repairs, and routine maintenance. Shop capabilities include professional welding, custom hydraulic hose fabrication, and complete mast overhaul.
• Forklift Financing Financing options and payment plans for companies purchasing forklifts, including guidance on tax deductions for equipment purchases.
• Forklift Training and Certification OSHA-compliant forklift operator training and certification courses covering forklifts, scissor lifts, and aerial lifts, with online options and in-person training center referrals.
• We Buy Forklifts Forklift buyback service purchasing used forklifts of any brand and condition, offering assessments and fair prices to replenish inventory.
• Nationwide Shipping Shipping services delivering forklifts anywhere in the United States, with experience shipping lift trucks to remote locations including Alaska and Hawaii.

Quantifiable outcome

• Forklift Trader return rate is less than one half of one percent
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Club DoncasterminorGTM or Marketing Partner · 19 March 2026Forklift Trader extended its partnership with Club Doncaster by sponsoring the North Stand. This sports sponsorship demonstrates community engagement and local brand visibility through sports marketing.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• National Lift Truck: Used forklift dealer with similar model of reconditioned sales, parts, rentals, and service across major brands. Directly comparable in product mix, customer segments, and refurbishment-driven value proposition.
• ProLift Industrial Equipment: Material handling equipment dealer offering new/used forklifts, rentals, parts, and service across multiple U.S. locations. Directly comparable product portfolio and customer base to Forklift Trader.
• MH Equipment: Large forklift and material handling dealer offering sales, service, parts, rentals, and operator training across the Midwest and beyond. Comparable in offering breadth, though significantly larger and multi-region.
• Alta Material Handling: Toyota and other OEM material handling dealer with full-service capabilities (sales, rentals, parts, service) across the U.S. Closely comparable in business model and customer segments.
• FleetNow: Online marketplace for buying and selling used forklifts and material handling equipment. Directly comparable in e-commerce sales model and used-equipment customer base, though lighter on service.

Broad incumbents

• Toyota Material Handling: Largest OEM of forklifts in North America; competes indirectly through dealer network including Forklift Trader. Significant overlap in customer base and product categories.
• Hyster-Yale: Major OEM of Hyster and Yale forklift brands, with global dealer network. Indirect competitor through dealer channel and competes for end-customer relationships.
• Crown Equipment: Major forklift and material handling OEM with direct dealer network. Competitor for end customers, especially in warehouse and electric forklift segments.
• Sunbelt Rentals: Large equipment rental company offering forklift rentals among broader industrial fleet. Overlaps with Forklift Trader's rental offering but at much larger scale and broader equipment mix.
• Ritchie Bros. Auctioneers: Auction-based marketplace for used industrial equipment including forklifts. Competitor in the used-equipment sourcing and resale channel, though Forklift Trader buys from auctions as well.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/forklifttrader

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Forklift Trader